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Going round in circles

Poorer countries are building circular economies as engines of growth

November 27, 2025

6 min read

November 27, 2025

6 min read

The development establishment has finally discovered circularity—but not for the reasons it claims. African Union officials gathered in Addis Ababa in October with the usual rhetoric: sustainability, climate action, resource preservation. Scratch beneath the Continental Circular Economy Action Plan and a more prosaic truth emerges. African governments aren’t embracing circularity to save the planet. They’re doing it because linear economic models have become ruinously expensive. 

Extracting, importing, manufacturing, then discarding materials—the conventional development playbook—requires bottomless credit lines and reliable access to global supply chains. Many African nations have neither. Keeping materials circulating domestically turns out to be less environmental virtue than economic necessity. 

Which makes the research focus deliciously backwards. 84 per cent of circular economy research fixates on wealthy countries. Meanwhile 73 per cent of workers in low-income countries already toil in the informal economy—repairing, refurbishing, recycling. The Global South doesn’t need lectures about transitioning to circular practices. It needs capital and regulation to monetise the circular economy it’s been running for decades. 

The accidental innovators 

Wealthy nations innovate sustainable models, developing countries eventually adopt them. That’s the standard script. Reality runs backwards. When the International Labour Organisation estimated seven-eight million new jobs in circular sectors, it buried a crucial detail—most circular economic activity already happens where formal jobs are scarcest. Lagos street markets teeming with electronics refurbishers aren’t awaiting Western validation. They’re pioneers who’ve been at it for years. 

Development agencies calling for ‘circular economy strategies’ are mostly recognising existing practices. Extended producer responsibility schemes? African cities have operated informal e-waste recovery networks for decades, albeit with dreadful working conditions and minimal environmental safeguards. The policy challenge isn’t introducing circularity. It’s upgrading the circularity that poverty imposed. 

This reframing matters because it shifts circular economy from environmental agenda to industrial policy. When UNDP joined the African Circular Economy Alliance as a strategic partner in June 2025, the development agency framed it as climate action. But read the African Development Bank’s analysis more carefully: circular models reduce dependency on volatile commodity imports, capture multiple revenue cycles from single material inputs, and create employment precisely where labour markets are most desperate. 

Development goals, circular means 

Here’s where circular economy stops being a niche environmental concern and becomes central to achieving SDG 12—responsible consumption and production—and by extension, most other development objectives. The uncomfortable truth: sustainable consumption matters far less to development outcomes than sustainable production. And the latter is impossible when economies remain tethered to extractive supply chains they cannot control. 

Developing nations face a troubling calculus: rising material consumption as populations urbanise, coupled with diminishing access to affordable raw materials as wealthy countries hoard resources for their own ‘green transitions.’ Circular models—designing products for longevity, establishing domestic remanufacturing capacity, recovering materials from waste streams—aren’t environmental luxuries. They’re competitive necessities. 

The job creation angle is more prosaic but equally compelling. Repair, refurbishment, and recycling are labour-intensive activities that cannot be easily automated or offshored. A smartphone assembly line in Shenzhen employs fewer workers than a thriving repair ecosystem across African capitals. The former requires massive capital investment and integration into global supply chains. The latter requires regulatory frameworks that legitimise informal sector activities. 

Yet only 22 per cent of global e-waste is collected and managed sustainably. The rest either rots in landfills or gets ‘managed’ in informal sectors with predictably terrible outcomes for workers and environments. The circular economy opportunity isn’t creating something new—it’s formalising something that already happens, badly. 

Policy implications 

This reframing demands different policy interventions than conventional sustainability programmes. Forget exhortations about recycling bins and consumer awareness. Serious circular economy strategies for development contexts require unsexy institutional reforms: extended producer responsibility regulations that force manufacturers to design for disassembly, fiscal instruments that make secondary materials competitive with virgin inputs, trade policies that don’t penalise recovered materials, and labour standards that transform dangerous informal work into decent employment. 

The African Development Bank’s integration of circularity into its Ten-Year Strategy recognises this shift. The Bank’s ‘Four Cardinal Points’ agenda—expanding access to capital, reforming financial systems, harnessing demographic potential, and investing in resilient infrastructure—becomes more coherent when viewed through a circular lens. Demographic dividends mean nothing if young workers have no materials to work with. Infrastructure investments are squandered if they simply accelerate linear consumption. Financial systems must price environmental externalities or they misprice everything. 

But the strategy faces genuine contradictions. Circular economy sounds appealingly self-contained—closed loops, local materials, domestic value chains. Yet every attempt at implementation reveals how thoroughly globalised production has become. Electronics refurbishment requires replacement components manufactured elsewhere. Textile recycling needs chemical inputs from global suppliers. Even “urban mining” of valuable metals from e-waste feeds into international commodity markets. 

Inconvenient arithmetic 

The most serious blind spot is labour quality. Yes, circular economy could generate millions of jobs. But jobs doing what, paid how much, under what conditions? Visit an informal recycling facility in Mumbai or Manila and the circular economy reveals its darker circularity: valuable materials recovered through labour that is dangerous, poorly paid, and often performed by society’s most marginalised. Research has found that harsh working conditions in circular sectors are concentrated in the Global South, where regulation is weakest. 

The uncomfortable question: is formalising these circular activities enough, or does legitimate circular economy require wholesale transformation of how these jobs are structured, compensated, and protected? The latter is obviously preferable but ruinously expensive for governments already struggling to provide basic services. 

There’s also the scale problem. Circularity works beautifully at city or regional level. Scaling nationally requires coordination that defeats most governments. Scaling internationally requires trade agreements that don’t yet exist. Meanwhile, the global economy operates at just 8.6 per cent circularity—the rest remains stubbornly linear. 

A pivot, not a panacea 

A circular economy won’t save development policy from its contradictions. It won’t magic away resource constraints or eliminate poverty. It certainly won’t compensate for structural reforms that governments refuse to implement. But it does offer something valuable: a framework for development that acknowledges material limits whilst creating genuine economic opportunities. 

The key is abandoning the notion that circular economy is environmental policy that happens to have development benefits. The causality runs the other direction. For many developing nations, circular models offer the only plausible path to industrial development that doesn’t require endless expansion of material throughput. This makes circularity an economic strategy that happens to benefit the environment—a far more durable political basis than environmental virtue. 

If the development establishment manages to internalise this logic—that circular economy is about economic resilience, not recycling bins—then the African Union’s Continental Action Plan might achieve something beyond the usual strategy document fate. Smaller projects in urban waste management or rural reuse networks matter, certainly. But genuine transformation requires aligning finance, industrial policy, trade regulations, and labour standards around circular principles. 

The agenda remains tentative, the contradictions unresolved, the financing inadequate. But for nations where linear growth models have become unsustainable in the most literal sense, circular economy has shifted from environmental aspiration to economic imperative. That’s not a modest pivot. It’s a fundamental rewrite of how development works—one that’s already happening, whether development agencies notice or not. 

Photo: Dreamstime.

Reinvantage Insight

Reinvantage Insight

The byline Reinvantage Insight is used to denote articles to which several members of the Reinvantage insight and analysis team may have contributed.

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Case study: Global technology company

1. The Client

A global technology company operating across EMEA, with a regional HQ in Istanbul. The company manages 20+ markets, handling everything from brand campaigns to strategic partnerships.

Role we worked with: The EMEA Head of Marketing (supported by two regional managers).

2. The Challenge

Despite strong products and a respected global brand, the regional team was struggling with:

  • Misaligned strategy across markets → campaigns executed with inconsistent narratives.
  • Slowed growth → lead generation plateaued despite increasing spend.
  • Internal friction → marketing, sales, and product teams disagreed on KPIs and priorities.

Traditional fixes (more meetings, more reporting) only created more noise.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the regional HQ team.

  • Day 1–3: Intake → Reviewed decks, campaign data, and plans.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • Sales and marketing had different definitions of “qualified lead.”
    • 40% of spend was going into low-potential markets.
    • The team assumed the problem was lack of budget, but it was actually lack of alignment.
  • Day 5–10: Synthesis → Insights distilled into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint uncovered that the issue wasn’t budget, but fragmentation.
Three sharp insights unlocked a way forward:

  1. Unified KPIs bridging marketing + sales.
  2. Market prioritisation → shifting budget to 5 high-potential markets.
  3. Simplified narrative → one EMEA core story, locally adaptable.
By just realigning resources and focus, the client could unlock an estimated £250,000 in efficiency gains within the next 12 months — far exceeding the Sprint’s value guarantee. The path to higher returns was already inside the business, hidden by misalignment.
5. From Sprint to Action (4 Pillars Applied)

With clarity secured, Reinvantage didn’t suggest “more projects.”

Instead, we used the Sprint findings to create laser-focused next steps — drawing only from the areas that would deliver the most impact:

  • Readiness → Alignment workshops for sales + marketing teams. New playbooks clarified “qualified lead” definitions and reduced internal disputes.
  • Foresight → A market-opportunity scan identified which 5 countries would deliver the highest ROI, removing the guesswork from allocation.
  • Growth → Guided the reallocation of €2M budget and designed a phased rollout strategy that protected risk while maximising return.
  • Positioning → Built a messaging framework balancing global consistency with local nuance, ensuring campaigns spoke with one clear voice.

Because the Sprint had stripped away noise, these actions weren’t generic consulting ideas — they were directly tied to the breakthroughs.

6. The Results
  • +28% increase in qualified leads across the region.
  • 30% faster campaign rollout due to streamlined approvals.
  • Budget efficiency gains → €2M redirected from low-return to high-potential markets.
  • Internal cohesion → marketing + sales now use a single shared dashboard.
The client came in believing they needed more budget.
The Sprint revealed that what they really needed was clarity and alignment.

With that clarity, the four pillars became not theory, but practical tools to deliver measurable impact.

The Sprint guaranteed at least £20,000 in value — but in this case, it helped unlock more than 10x that within six months.

Case study: Regional VC fund & accelerator

1. The Client

A regional venture capital fund and accelerator focused on early-stage tech start-ups in the Baltics and Central Europe.

The fund had raised a new round and was under pressure to deliver stronger returns while also building its reputation as the go-to platform for founders.

Role we worked with: Managing Partner, supported by the Head of Portfolio Development.

2. The Challenge

Despite a promising portfolio, results were uneven.

Key issues:

  • Scattered portfolio support → no consistent playbook for start-ups, every partner did things differently.
  • Weak differentiation → founders and co-investors saw the fund as “one of many” in the region.
  • Stretched team → too many small bets, not enough clarity on which companies to double down on.

The leadership team knew something was off, but disagreed on whether the issue was pipeline quality, market conditions, or internal capacity.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the partners and portfolio team.

  • Day 1–3: Intake → Reviewed pitch decks, pipeline funnel data, and start-up performance reports.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • No shared definition of a “high-potential founder.”
    • Support resources were spread too thin across the portfolio.
    • The fund’s positioning was more reactive than proactive — it didn’t own a distinctive narrative in the market.
  • Day 5–10: Synthesis → Insights consolidated into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the challenge wasn’t pipeline quality — it was lack of focus and positioning.

Three core insights provided the turning point:

  1. Portfolio Prioritisation Framework → defined clear criteria for where to double down.
  2. Founder Success Playbook → standardised support model for portfolio companies.
  3. Differentiated Narrative → repositioned the fund as “the accelerator of reinvention-ready founders.”
These shifts alone gave the fund a path to add an estimated £2M+ in portfolio value over the following 18 months, by concentrating capital and resources where they could move the needle most.
5. From Sprint to Action (4 Pillars Applied)

With clarity from the Sprint, Reinvantage created a tailored support plan:

  • Readiness → Coached partners on using the new prioritisation framework and trained the team on deploying the Founder Success Playbook.
  • Foresight → Ran scenario analysis on regional tech trends, helping the fund anticipate where capital would flow next.
  • Growth → Guided resource reallocation across the portfolio and supported new co-investor pitches for top-performing start-ups.
  • Positioning → Crafted a sharper brand story for the fund, positioning it as the reinvention partner for globally minded founders.
6. The Results
  • 10 portfolio companies onboarded to the new Playbook → greater consistency of support.
  • Raised follow-on capital for 3 top start-ups with the new prioritisation framework.
  • +26% increase in inbound deal flow from founders citing the fund’s new positioning.
  • Stronger internal cohesion → partners aligned on where to focus resources.
The client thought the problem was pipeline quality.
The Sprint showed it was actually lack of clarity and focus inside the firm.

By applying the four pillars, Reinvantage helped turn scattered effort into concentrated value creation.

The Sprint guaranteed at least £20,000 in value; here it set the stage for multi-million-pound upside in portfolio growth.

Case study: International impact Organisation

1. The Client

A large international impact organisation focused on entrepreneurship and economic empowerment.
The organisation runs multi-country programmes across Eastern Europe and Central Asia, often in partnership with global donors and corporate sponsors.

Role we worked with: Senior Programme Director, responsible for regional coordination.

2. The Challenge

The organisation had launched a flagship regional initiative supporting women entrepreneurs, but the programme was underperforming.

Key issues:

  • Fragmented delivery → each country office interpreted the programme differently.
  • Donor frustration → reporting lacked consistency and clear impact metrics.
  • Lost momentum → staff energy was spent on administration rather than scaling success stories.

Traditional programme reviews had produced long reports, but no real alignment or action.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the regional leadership team and representatives from two country offices.

  • Day 1–3: Intake → Reviewed donor reports, programme KPIs, and field feedback.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • Donors cared about quantifiable outcomes, but reporting focused on stories.
    • Staff were duplicating efforts across countries, wasting time and resources.
    • The initiative lacked a clear theory of change — everyone described its purpose differently.
  • Day 5–10: Synthesis → Insights distilled into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the issue wasn’t donor pressure or programme design — it was a lack of shared framework and alignment.

Three critical insights reshaped the path forward:

  1. One Unified Theory of Change → agreed narrative for why the programme exists.
  2. Core Impact Metrics → clear, comparable KPIs across all countries.
  3. Smart Resource Sharing → digital hub to stop duplication and accelerate knowledge flow.
By eliminating duplicated reporting and clarifying what success looks like, the client saw they could save the equivalent of £100,000 in staff time annually — while also unlocking stronger donor confidence and follow-on funding opportunities.
5. From Sprint to Action (4 Pillars Applied)

Armed with Sprint clarity, Reinvantage proposed a laser-focused support plan:

  • Readiness → Trained programme leads on using the new metrics and integrated them into existing workflows.
  • Foresight → Analysed donor trends and expectations, aligning the initiative with the next funding cycle.
  • Growth → Developed a funding case based on the new unified theory of change, securing higher renewal chances.
  • Positioning → Crafted a regional success narrative and storytelling toolkit, helping them showcase results consistently across markets.
6. The Results
  • 30% less time spent on reporting → freed capacity for programme delivery.
  • Donor satisfaction improved → positive feedback on the clarity of impact evidence.
  • Secured new funding commitment → one major donor increased their contribution by 20%.
  • Stronger internal morale → staff felt they were working with clarity, not chaos.
The client thought it needed better donor management.
The Sprint revealed it needed a shared foundation across its teams.

By anchoring on the four pillars, Reinvantage turned alignment into efficiency gains and fresh funding opportunities.

The Sprint guaranteed at least £20,000 in value; here it unlocked both six-figure savings and future-proofed funding.

Case study: National digital development agency

1. The Client

A national digital development agency tasked with driving the government’s digital transformation agenda, including e-services, citizen portals, and smart city pilots.

Role we worked with: Director of Digital Transformation, supported by IT and service delivery leads from three ministries.

2. The Challenge

The agency had strong political backing but faced hurdles in implementation.

Key issues:

  • Siloed projects → each ministry developed digital tools independently, leading to duplication.
  • Citizen frustration → services were digital in name, but still required multiple logins and offline steps.
  • Funding pressure → international partners demanded clearer impact in the short term.

The agency wanted to accelerate momentum but struggled to get alignment across ministries.

3. The Sprint

We ran a 14-day Immersive Reinvention Sprint with the agency’s leadership and digital focal points from three ministries.

  • Day 1–3: Intake → Reviewed strategy docs, donor reports, and citizen feedback data.
  • Day 4: Immersive Sprint Session (half-day) → Breakthroughs:
    • Each ministry had different definitions of “digital service.”
    • 20% of budget was going into overlapping pilot projects.
    • Citizens’ top frustrations were known — but not prioritised.
  • Day 5–14: Synthesis → Insights consolidated into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the biggest blocker wasn’t lack of funding, but lack of shared priorities.

Three practical insights stood out:

  1. One Definition of Digital Service → agreed across ministries.
  2. Quick-Win Prioritisation → focus on top 3 citizen pain points (ID renewal, business registration, healthcare booking).
  3. Shared Resource Map → pool budgets to eliminate duplication.
These changes alone allowed the agency to unlock £75,000 in immediate savings and deliver 2–3 visible improvements in the next quarter — meeting donor expectations and building citizen trust.
5. From Sprint to Action (4 Pillars Applied)

Based on the Sprint clarity, Reinvantage proposed a modest, targeted package of support:

  • Readiness → Facilitated inter-ministerial workshops to embed the “one digital service” definition.
  • Foresight → Analysed citizen feedback trends to shape the quick-win roadmap.
  • Growth → Supported the reallocation of funds to joint projects, reducing overlap.
  • Positioning → Crafted a communication plan highlighting early digital wins to donors and citizens.
6. The Results
  • 2 pilot services integrated into the central portal (ID renewal + healthcare booking).
  • Budget savings of £75,000 from eliminating overlapping projects.
  • Citizen satisfaction up modestly → call centre complaints on digital services dropped by 12%.
  • Donor confidence improved → short-term impact report received positive feedback.
The client thought it needed more funding and bigger projects.
The Sprint revealed it first needed clarity and alignment.

By applying the four pillars to a targeted scope, Reinvantage helped deliver visible results within a single quarter — proving progress to citizens and donors and laying the groundwork for deeper transformation.

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